Australian mums and dads making thousands on TikTok with cleaning hacks
Aussie mums and dads are turning side hustles into lucrative careers by sharing their cleaning tips. See who they are.
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Suburban mums and dads are racking up millions of followers and creating their own personal business empires by sharing their cleaning and household interior tips.
In a phenomenon born out of Covid lockdowns, which saw Australians focusing more on their homes, content creators are turning former side hustles into lucrative careers by forming paid partnerships with leading brands.
With 1.3 million followers on TikTok, Melbourne influencer Chantel Mila is leading the charge in business by releasing her own range of eco-friendly laundry products, which will soon be available in supermarkets.
The former property manager, who has now formed partnerships with some of the nation’s top brands, began posting videos when she and her family were stuck at home during the pandemic.
“We were finding that it was really hard to be able to relax in that really cluttered space,”she said.
“So I then started sharing online really simple five-minute things that I was doing around the home each day to create little pockets of clean and calm spaces around the home.”
Ms Mila, who uses simple ingredients such as white vinegar and bicarbonate soda in her homemade multipurpose sprays and paste, said her aim was to “reframe” cleaning.
“In the past we’ve always thought of cleaning to be this tedious chore — we have to do it and we have to get through it,” she said.
“I always like to speak to my audience about cleaning as a form of self-care.
“When you come home from a long day at work, or if you’ve been to a clean and calm and organised space, it makes such a big difference in how we feel about our own lives.”
Professional cleaners are also taking social media by storm, sharing snippets of their work as they clean ovens, get scum off shower screens and tackle end-of-lease cleans.
Sydney duo Gabby and Scott regularly share dirt-removing “magic tricks”, while Melbourne’s Kacie Stephens is now marketing her own cleaning concentrate after gaining over half a million TikTok followers.
In the “cleanfluencer” sphere, fans can’t get enough of motivational videos offering tips on morning cleaning routines, pantry revamps and ten-minute tidying “resets”.
Brisbane influencer Nessa Misiuda, who has 3.9 million followers on TikTok, clocked up a staggering 48.3 million views when she posted a clip of herself cleaning her kitchen sink.
The mum-of-two, along with other prominent cleanfluencers, has also built up a huge following with her popular ASMR videos, which feature sounds that some find soothing, such as running water and food canisters being restocked.
Associate Professor Lauren Rosewarne, from the University of Melbourne, said cleaning videos could have a motivational effect on some viewers and inspire them to tidy up their own homes, while ASMR content often triggers a “braingasm” response.
Spending more time in our homes during the pandemic had prompted many people to evaluate whether their homes were serving them as well as possible, the social scientist said.
“Some researchers have suggested that listening to ASMR sounds can release neurohormones — like dopamine and oxytocin — which can make people feel well, relaxed and sometimes sleepy,” she said.
For would-be influencers wanting to join the trend, there are rules, particularly when it comes to being gifted items, the Australian Taxation Office said.
“The income tax and GST implications of earning money from content creation, including content you create as a social influencer on social media platforms is the same as for other types of income,“a spokesperson for the ATO said.
“Income earnt is taxable, regardless of the form in which it is given to you. Likewise, the payments or benefits you receive for your posts may require you to register for GST.”
Here are ten Aussie Cleanfluencers:
@cleanwithnessa
With 3.9 million followers, Gold Coast influencer Nessa Misiuda is a TikTok phenomenon. The mum-of-two, who is regularly joined in her cleaning videos by partner Jeremy as they do household chores, racked up 43.8 million views for her sink cleaning video.
@mamamila
Melbourne’s Chantel Mila, who has 1.3 million TikTok followers, specialises in cleaning tips using natural products. One of her favourite hacks is a DIY cleaning paste made up of bicarbonate soda, dishwashing liquid and water, which she uses to clean everything from stovetops to bathroom surfaces and clothing stains.
@kacie_thebigcleanco
The owner of a Melbourne cleaning business, Kacie has racked up over 544,500 TikTok followers with her useful tips and now sells her own all-purpose cleaning concentrate, which can be used on multiple surfaces in the house.
@reneikoko
Brisbane’s Renei Koko keeps her 384,200 followers engaged with her steady stream of content, which regularly features her morning household routines. She specialises in ASMR videos, with one clip showing her washing fruit and vegetables racking up a staggering 9.1 million views.
@kingscleaningco
Powerhouse duo Gabby and Scott, from Sydney, regularly post tutorials and “magic tricks” for cleaning to their 12,000 followers.
@cleaningwithanne
Brisbane mum-of-six Anne features money-saving tips such as DIY laundry liquid and has amassed a loyal following of over 12,300 TikTok fans.
@theorganisedhousewife
With a passion for organising and an aim to create calm in the chaos of everyday life, Gold Coast influencer Kat Springer has built up a following of 162,000 fans on Instagram.
@ashdurand1
With a focus on home interiors, organising and pantry revamps, Ashlee Durand, from Victoria’s Gippsland, has over 25,600 TikTok followers and 141,000 fans on Instagram. Her hacks include bathroom cleaning advice and tips on how to make a house smell amazing.
@homewithleanne
Brisbane mum Leanne, who specialises in cleaning hacks and tips for busy people, has joined Tiktok after racking up almost 60,000 followers on Instagram.
@shellandshorecleaningco
Relatively new to Instagram and TikTok, Adelaide-based business owner Shelly posts tips on non-toxic and eco-friendly cleaning.
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